What You Need to Focus On If You Want To Succeed At Content Marketing
Yes, These Content Marketing Facts Apply to Your Business!
2014 marked the year when most businesses first realized the benefit of content marketing and incorporated it in their digital marketing strategy. And ever since then business owners and marketers have struggled to understand and keep up with content marketing. To help them, and you, here are some simple content marketing facts you need to understand.
53% of marketers say blog content creation is their top inbound marketing priority. HubSpot
Over and over it has been shown that effective content marketing is the best way to reach an audience and keep it engaged throughout the conversion journey. But there are no shortcuts to effective content marketing. Once you start you are in it for the long haul. We have come up with these essential Content Marketing Facts to help you focus on the tasks ahead.
As content marketers ourselves we welcome this trend, and work with our clients to help them overcome their content marketing challenges. You are not the only business doing what you do, so how can you keep your audience spellbound? That largely depends on your specific brand and industry. While our content marketing facts apply to any business or company you may have some additional requirements or limitations to consider.
5 Content Marketing Facts Every Business Needs to Understand
1 – Content Is A Necessity
Content is the only way to comprehensively engage your audience at every step of the conversion journey. Marketers need to create amazing content that is sharable, engaging, informative, entertaining, emotional and even hilarious. Even better if your content is all of these! Your brand needs to be obsessed with the content you create. Look at it this way; if you don’t want to read your own content, why would your audience want to read and share it?
Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts. HubSpot
2 – Data Measurement is Crucial
The next one of our content marketing facts is very simple; data and measurement are crucial to your content marketing success. It is absolutely essential to have a solid measurement framework in place so that you can explore new strategies and find out if your content is effective.
That said, many marketing experts lament the lack of “hard numbers” when it comes to measuring content success. 2015 will be the year measurement becomes standardized across platforms. The marketing tools of the (near) future will be highly personalized, letting you know which members of your audience are the most valuable.
55% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like. Content Marketing Institute
3 – Authenticity Never Goes Out of Style
You have heard this a million times, but it is worth saying again. Your brand needs to be authentic, meaning you need to “know yourself” in all aspects of marketing. Don’t jump in on a trend or meme that will not match your brand and style. It’s OK to be funny, even in B2B marketing, but don’t be fake. Your audience is smarter than that.
An overwhelming majority of B2B service and product buyers – 95% – consider content as trustworthy when evaluating a company and its offerings. DemandGen
4 – ROI Is Crucial, Up To A Point
While measurement is crucial, don’t kill an idea that you know is a winner from the start just because you can’t predict that it will be a success. This is life, people, get used to it! One of our content marketing facts is that you need to try a variety of strategies and messages, spend slowly, and measure the results carefully before you commit to a clear winner.
Lead generation, sales, and lead nurturing are the top three organizational objectives for content marketing, at 85%, 84%, and 78%, respectively. Content Marketing Institute/MarketingProfs
5 – The Future of Marketing Is Personal
This is the last, but not least, of our content marketing facts. New marketing tools are opening up a wealth of possibilities to reach consumers. Better understanding their needs and motivations will help you provide a personalized, comprehensive experience. Brands who go the extra mile with content that is desired instead of a disruptive message will succeed. Businesses need to think about the fact that every share, like, and tweet are created by a real person.
Making Our Content Marketing Facts Work For You
OK, now that you are aware of these content marketing facts it is time to prepare for them. Much of what I outlined above should be familiar to most content marketers.
The first thing you need to understand is that content marketing takes time. For most small to mid-size businesses that is the biggest obstacle. If you fall into that category you most likely will need some outside resources:
- A content marketer can help you create and document your content marketing strategy and determine your target audience
- A copywriter or editor can help you define both your content strategy and develop an editorial calendar
- An SEO expert or agency can help you track the performance of your content marketing strategy
If you are a bigger business with more resources you may want to do some of this in-house. Most likely you already have a sales and marketing person or team, so start there. If you can develop your own content marketing strategy and create at least some of the content in-house you will only need occasional outside help. In that case you may want to establish a relationship with a temp agency specializing in creative and marketing services, such as Creative Circle, Filter Digital, or VitaminT.
Additional Content Marketing Resources
If you are new to digital or content marketing you may want to check out these posts from our ESPRESSO Shots Blog:
- Help! I Have No Idea What Kind of Website Content I Need to Create!
- Content Marketing Strategy for Small Business
- Small Business Content Marketing Tips
- How Any Small Business Owner Can Create An Awesome Content Marketing Strategy
- Content Marketing Trends Businesses Need to Watch
- How to Write Content that Appeals to Both Search Engines and Human Visitors
- Don’t Waste Your Time! Here Are Some Cool Ideas to Make Your Content Go Further!
Still Unsure About Content Marketing?
Of course, you can save yourself a lot of time and trouble and have us use these content marketing facts to help you improve your content marketing strategy. Our content strategists and copywriters can help you with your content strategy, creation and editing, while our SEO strategists will track the performance of your content marketing campaigns. Why not get started by requesting your free content marketing estimate?
And if you are still not sure about how these content marketing facts will affect your brand in 2018, don’t worry! Simply reach out and contact us. Our expert team will listen to you, answer your questions, and determine the best way for your business to get ready and use our content marketing facts to improve your content marketing strategy. That is one of our specialties, after all!
Do you have any content marketing facts you would like to share? Feel free to add your comments below so our audience can benefit as well, and grab our feed so you don’t miss our next post! And feel free to share our content marketing facts with your audience!
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